The purpose of this paper is to investigate how Disney princesses have been portrayed and how has it changed over time. I watched nine Disney films with a total of nine different princesses. I wanted to see if there are any stereotypical roles that fit in with female Disney princesses and also wanted to see when this change took place over how they were portrayed in the meantime. As a method, I have used qualitative content analysis. I chose different properties and categories that I was looking for in the movies. These categories and properties contain different stereotypical characters and chores that the princesses perform in their homes. This study has used the theories stereotypes and earlier research by Disney Princess. The conclusion was that there was a clear difference between the older and newer films. In the first films, the princesses only dreamed of finding their dream prince, but in newer films she had other goals and dreams than finding a man. The princesses in the first films were very stereotypical women and in newer films the princesses are braver and more independent.

Purpose: The purpose of this study is to examine the motives and attitudes of a group of South African women and men (aged between 20 to 30 years) have towards responding to the questions set on the ZAZI campaign’s Facebook page that may involve private and sensitive information. It also seeks to examine whether the questions that ZAZI campaign sets are consistent with the informant’s attitudes and motives.

Rationale: The result may be used to improve the campaign whose ultimate goal is to prevent the spread of HIV / AIDS by strengthening women's self-efficacy and confidence.

Questions: What are the selected informant’s motives for using Facebook in general?What attitudes and motives do the selected South African Facebook users have toward commenting on the questions on the ZAZI campaigns Facebook page?How are the selected informants’ attitudes and motives consistent with the type of questions the campaign set?

Method: Content analysis and focus groups.

Result: The study indicate that the motives for writing on the ZAZI campaign's Facebook page differs depending on socio-economic status and that the campaign should vary the content of the questions so all women's motives become satisfied. The page appears, for those groups with a lack of socio-economic status, to serve as a platform that encourages and create conversations about private matters.

Title: The Goat Manuscript - A critical discourse analysis about a special goat

Author: Adam Larsson and David Alin

Supervisor: Ylva Habel

Subject: Media and communication studies

Purpose: The purpose of this study has been to investigate Aftonbladets news reporting regarding the Gävle Christmas goat between 1996, 2001, 2005, 2009 and 2016.

Theoretical points of departure: The study is based on theories regarding news evalu-ation.

Objectives and focus: The study has the following questions:In what ways may Lotten Gustafsson Reinius concept "tradition manuscript" have relevance to Aftonbladets news reporting on the Gävle Christmas goat?Has Aftonbladets journalism about the Gävle goat changed in a discoursively way?Is it possible to identify specific discursive patterns in the texts?

Method: In order to answer the survey's questions, critical discourse analyzes according to Theu Van Dijk´s method have been conducted. The analyzes have mapped the news texts micro disciplinary- and macro-courses.

Material: The study material consists of 14 articles from Aftonbladet published in pa-per form and digital edition from 1996, 2001, 2005, 2009 and 2016.

Result: Aftonbladets reporting regarding the Gävle Christmas goat has changed over the last 20 years, where journalists uses a more neutral position in the news reporting. The research proves that more people who represent different organizations gets to speak about the accidents. The way journalists refer to the goat has changed and the way me-dia refer to the perpetrator has changed.

Sweden was in World Economic Forums yearly world ranking found as fifth in terms of equality between the genders. This makes it clear and legitimate to say that Sweden is a country, that undeniably prioritizes the topic very highly. But it is also clear that the progress in terms of equality is developing very slowly and that political visions do not have all the power over the the movement. This assignment will illustrate the equality between men and women in the olympic games of Pyongchang 2018 with a focus on ice hockey. Ice hockey, a sport that is dominated by men, will with a high probability illustrate the diffrences between the genders. Not only the diffrences in terms of economic conditions, but also in terms of medial coverage. The vision for this assignment is therefore to illusrate the current discourse within Ice hockey and to create a better understand of the things that needs to be done, in order to create a more equal arena.

Colombia is a country with a most controversial reputation, carrying associations of drugs, violence and terrorism. In 2016, following 52 years of civil war and violence Colombia finally found itself in a state of peace, since the government and one of the largest and most active guerrilla groups of all times FARC-EP agreed to lay down arms.Two and a half years later there are still many of us that associate Colombia with all these negative factors that are tied to its history. In this study I will be looking into how Colombia have been portrayed in Swedish media since the signing of the peace-agreement. I have also created a survey in an attempt to find out how people in a small Northern- European country like Sweden think of this diverse place on earth.

According to the IPCC sea levels can rise by up to one meter in the next century and maybe even more depending on both individual lifestyle choices and policy making on a societal level. An episode from the Swedish Rafio P3's podcast series, P3 Dystopia, has been investigated as a communication effort to spread knoowledge about the climate issue and its consequences. The episode chosen for this study deals with the sea level rise and its threat on civilizations across the globe. The podcast is part of the Swedish public serive campaign prior to the election to parliament in September of 2018. Because of this, the episode has been examined using classical rhetorical theories to identify what strategies it utilizes to promote sustainable behavior. One of the key purposes of this study is to investigate how the producers describe and dramatize the sea level rise and its aftermath. Due to this the episode was examined through a storytelling perspective considering what basic story design structures it uses.

This study is based on research on risk communication about climate change and how they should be communicated to achieve the best possible effect. The research considers emotion regulation straetgies as the missing link in effective communication about climate change. Since early 21st century most of the research conducted on this area has been focused on using fear as a motivator for behavioral change, but in recent years some scientists say that fear is not enough. This study aims to investigate what sort of emotions the podcast episode uses to capture and influence its listeners and in what way these emotions are conveyed.

Aim: E-HR is an enterprise management system where digital tools are used to manage the human resources of the organisation. Previous research argues that there is a lack of research on the use of e-HR from the employee perspective and also with a focus on how the relationships are affected. The aim of the study is thus to increase understanding of how employees experience the use of e-HR and what effects digitization may have on the relationships in the organisation.

Method: The study assumes a hermeneutic perspective with inspiration from the operator approach. The research program has an abductive focus in which a qualitative research design has been used with ten semistructured interviews.

Result & Conclusions: The study shows that e-HR tools are perceived as a valuable support at work, but sometimes with increased workload. Furthermore, the study shows that the relationships have been influenced only to a small extent by e-HR and mainly because communication in larger part is done digitally. The study although shows that digital HR can not replace the personal meeting.

Suggestions for future research: The study could have been developed even more if the management had been interviewed about the motivation for current digital HR tools. This to study the manager's experiences of the current solutions, but also to see if they have concidered other options. We therefore consider that further research could provide contributions by studying the subject also from the manager's perspective, as there is also a lack of research about their perspective.

Contribution of the thesis: The theoretical contribution of the study is that e-HR increases the sense of safety and control, but that digitizing can also increase workload. The study also shows that a digital relationship is seen as an opportunity to get a relationship with a larger number of employees within the organization. The practical contribution is the advice to focus on education of the systems as well as to have back-up when the technology fails. The practical contribution of the study also applies to the fact that more organizations should consider using e-HR as a way to gather all the relevant information about the employees in one place.

Purpose: The purpose of this study is to investigate how career listings are interpreted from a recipient perspective. We intend to investigate if Gästrike Räddningstjänst’s job advertisements create ideas about the firefighter. The study aims to answer the following questions:How are gender, norm and sexes conveyed in two job ads from Gästrike Räddningstjänst?What conceptions about the firefighter does the recipient who reads the job ads create? How do women in the ages of 20–25 years, who are living in Gävle interpret job ads from Gästrike Räddningstjänst, in relation to a norm breaking employment advertisement?

Theoretical introduction: This case study has been based on several theories about gender, norms and the biological gender.

Material and method: Barthes semiotic model for denotation and connotation are being used for image analysis. The study is based on two employment advertisements from Gästrike Räddningstjänst and reception analysis with semi structured interviews. The interviews have been conducted with six informants. Stuart Halls reception model are being used for analysing the interviews.

Result: Through image and text analysis we were able to identify that the job ads from Gästrike Räddningstjänst conveys gender and norm throughout image and text, and both combined. This case study has demonstrated that Gästrike Räddningstjänst's employment advertisements create conceptions about whom the firefighter is. By creating a job ad that challenges the standard of communicating the firefighter the informants did not only negotiate about who can become a firefighter but also about gender equality and diversity.

This essay discusses how parents perceive Babblarna as a toy and as a pedagogic instrumentation, Babblarna is children’s media aimed towards children however it’s bought by their parents that are persuaded by it for different reasons. One receptions analysis with interviews and a field research with blogs and forums was done. The results of it were then analyzed with the deconstruction theory and with Kim Schröder’s evaluation implentetion theory as a point of departure. This was then interpreted with the definition of what parenthood is. The conclusion is that parents perceived the term pedagogic after their own interpretation and that Babblarna was regarded as positive after how their children reacted. In the end can the reasoning be interpreted like a struggle between the child’s happiness and the reason of parenthood.

Developments in recent decades has led to a change in the way that people in any country tended to look very similar to each other, since people now have an ability to move further from the place they were born. There has also been a development in the way information is transmitted between people, thanks to inventions such as photography, moving images and a high techonologic system of transmission of these images. This has created a “media society” in which media has a very large role in peoples lives. Even though the appearance-norms in many countries are getting looser, there is still indications of a so called whiteness-norm being upheld in many western societies. People with “non-white” appearences are still being perceived as “outsiders” in many ways. In this essay we will examine the role that media plays in upholdning this type of norms. We will do so by interviewing those who are affected, dark-skinned people that grew up in Sweden.

Communication, ethical and moral – a survey based on news exposing companies which does not follow their own communication policies.

Plot: In a leader in the newspaper Arbetarbladet, the writer says that the numbers of journalists are going to be reduced, while the numbers of informant officer are going to increase.

Theory: The theory which has been used in the essay is Pierre Bourdieu´s field theories, Jürgen Habermas theories on representation and theories about the company’s values.

Method: The method used in the essay is a qualitative text-analysis. The material in the essay is articles from the newspaper Svenska Dagbladet and Dagens Nyheter. Also two documentaries from the TV-show Kalla Fakta will be a part of the material. Adocument made by the trade union DIK, which tell about ethical guidelines for information officer, journalistic rules for their work are also a part of the material.

Result: The survey shows that the companies have been failing to work after own policy documents.

The paper deals with the construction of a political persona. The focus rests on the interaction between private and public/popular spheres, as it relates to the journalistic coverage of Swedish feminist politician Tiina Rosenberg and the political association Feminist Initiative (Fi). A consistent leitmotif in the media discourse is the portrayal of Tiina Rosenberg as deviant, and the equation of feminism and radicalism with extremism. On a more general level Tiina Rosenberg appears to have a condensing function that extends beyond the rational political culture, where the media construction of "Fi-Tiina" clearly has the character of symbolic excess. Here, one key factor is the abscence of political self-styling. To present one self, as Tiina Rosenberg did, to the public without a strategic political self, left the field open for other actors to construct her in any way they wanted. Instead of representing a new political project, she became a focus for projections of potent emotional reactions in defense of traditional norms.

41. Times have changed

Edin, Anna

University of Gävle, Department of Humanities and Social Sciences, Ämnesavdelningen för medier, kommunikation och film.

The purpose of this study was to examine how Gävle newspapers Arbetarbladet and Gefle Dagblad produce female and male politicians in their editorials. Articles from November 20, 2015 - January 20, 2016, were analyzed by quantitative content analysis and accompanying text analysis. During this period there was a historical and talked about change of power in Gävle City Council. The results of the study showed that Gefle Dagblad only wrote about the male municipal members and Arbetarbladet about the women. The results also showed that the newspaper Gefle Dagblad wrote about the male politicians slightly more in their articles. These are interesting results because the majority of writers in Gefle Dagblad were women.

Berit Ås theory of the suppression techniques ridicule and invisibility was mainly used in the analysis of the material. We have also used Gunilla Jarlbros theory about how male dominance is maintained in journalism.